RESEARCH METHOD
Composition of the Sample
This study is based on a sample of Belgian consumers. At the crossroads
of the Latin culture, with Roman Catholic roots, and the German and
Nordic culture, with Protestant roots, in a strongly internationalized economy
where companies share a level-playing field, because of the absence of
strong national brands, the Belgian consumer market has in many aspects
a profile similar to that of the Europeon Union (EU). Concerning the ethical